CTKM TET 2025
SERVICE
Social Narrative Development
Social Communication Planning & Creative
SMC Content Development & Production
Social Outreach Execution Plan
Social Outreach Booking
Buzz Navigation
CLIENT
ACB
For Tết 2025, TÁM partnered with Cheil Vietnam to build a social-first campaign that reintroduced ACB One as the modern “God of Fortune” for the new year.
Through a sharp and structured content roadmap, we crafted a festive narrative that made ACB One instantly recognizable as a symbol of luck, while seamlessly elevating its product benefits across the entire Tết season.
Within extremely 10 days from brief to deployment full social scope in a peak clutter season, Tám still deliver quality, create real impact, and earn its place on the rankings.
The Challenge
A festive battlefield where every brand wants the spotlight.
During Tết, the digital space becomes oversaturated as brands compete for cultural relevance. With limited attention span and high message fatigue, the biggest challenge wasn’t volume - it was differentiation.
ACB needed a narrative that felt festive, modern, and truly worth stopping for.
The Solution
How Tám found the signal in the Tet Noise
We turned “ĐẠI CASH ĐẠI LỘC” into the heart of the campaign - a festive ritual everyone wanted to be part of.
Our formula was simple but sharp:
Deep on insights and data + Lean execution + Gamification = Higher ROI
And we amplified that desire by designing a social ecosystem that made the promotion impossible to ignore:
- A Tết ritual reborn: Every interaction became a chance to “receive lộc,” turning ACB One into “a modern God of fortune”.
- FOMO-driven creative: We created constant social momentum - users saw others earning “Đại Cash Đại Lộc”, and wanted their turn.
- One clear creative idea everywhere: The entire campaign pulsed around one simple message: “Transact and earn your Đại Cash Đại Lộc”.
We didn’t just advertise the promo.
We made ‘Đại Cash Đại Lộc’ the Tết moment everyone chased.
The Impact
When Tết welcomed us in.
ACB One didn’t just join the festive conversation,
it became the moment everyone talked about.
By owning the Tết spirit from message to experience,
ACB One rose to the top as January 2025’s standout banking brand.
